SK-II returns to marriage pressure theme with docu-series featuring journalist Katie Couric
The latest campaign from SK-II is a docu-series called Timelines featuring investigative journalist Katie Couric. Created by Forsman & Bodenfors (Sweden, Singapore), Timelines is part of SK-II’s ‘Change Destiny’ platform and explores the subject of societal pressure to get married and live a conventional life.
Set to run in Asia, Europe and the United States, Timelines saw Couric visiting four young women in Tokyo, Seoul, Shanghai and New York to chronicle the effects of these pressures.
The campaign continued to build on themes previously explored in ‘Marriage Market Takeover’, ‘Expiry Date’ and ‘Meet Me Halfway’.
Speaking about her experience with ‘Timelines’, Couric said: “I was able to speak one-on-one with four incredibly strong women from around the globe who embodied this new generation of women writing their own rules to follow their dreams, while navigating the expectations of the ones who love them most.
“It was illustrative of the power of a brand embracing a controversial topic and and creating an environment where conversations could take place and cultural change could actually happen. None of these things happen overnight, but I think the fact that a short film can really move people to talk about things that are difficult to talk about inspired me a lot.”
Global SK-II CEO Sandeep Seth said: “At SK-II, we are committed to using our voice to empower women to create their own destiny and overcome limitations placed on them, be it in skin or in life.
“We know that there are bigger issues our consumers — young working women — are struggling with beyond skin and beauty. Societal expectations and the pressures of being put in a ‘box’ of being the perfect woman.
“Marriage pressure forms a big part of this and is a highly relevant and real topic for women across countries and backgrounds. Katie Couric is the perfect partner to help uncover these unique perspectives and elevate this important conversation with ‘Timelines’. She shares our goal of inspiring women to challenge conventional norms and draw their own timelines. There’s still a lot to do, and this is just the beginning.”
In an interview conducted earlier this year, P&G’s global marketing director on SK-II Kylene Campos had spoken about the reasons the campaign ran with variations on the same idea and said: “What has kept us focused is the knowledge that this is a really big issue. It is over-simplistic to think one video or even three are going to solve the situation.
“The challenge we have imposed on ourselves as marketers is how do we bring the same thought and consistency of focus to life in fresh ways? We have been able to do that with different nuances of marriage pressure applied to the different campaigns.
“The more quickly we deviate from a core idea, the more defocused the brand becomes.”
Credits:
Agency: Forsman & Bodenfors Singapore
Client: SK-II
Forsman & Bodenfors Singapore
Art director: Johanna Hofman-Bang
Copywriter: Kalle Åkestam
Client director: Abbe Hale
Campaign manager: Hongi Luo
Designer: Andrea Kellerman
Motion graphics: Jason Feng
Production: Radical Media
Executive producer: Jim Bouvet
Director: Mollie Mills
Line Producer: Josh Barwick
Production supervisor: Steven Kostyo
Director of photography: Jordan Buck
Director of photography (New York): Kelly Jeffrey
Set designer: Laura Ochoa
Editorial
Post production services: Outpost Digital
Executive producer: Brendan Hermes
Producer: Greg Netter
Editors: Grace McIntee, Lilli Rose Lyons, Emanuel Asamere
Assistant editor: Dana Nyberg
Colourists: Josh Kanuck, Yohance Brown, Matthew Mascia, Matthew Schwab
Producer: James Uminowicz
Associate producer: Arniesha Williams
Post production coordinator: Whitney Yannacci
Lead technical engineer: Alexander Santoro
Machine room operator: Sante Ferrante
Junior post production technician: Gino Volpe
Senior producer: Michael D. Perlo
Associate producer: Kendra Darrow
Music/sound design:
Music company: Leland Music
Composer: Edward Critchley
These are great….Katie Couric….fantastic choice to anchor these films.
ReplyWell done!
Here we go again. Same old topic. When will your planners come back from their years-long sabbatical and give you some new insights?
ReplyHave your say